Vacuum Cleaners in the Philippines

PROSPECTS

Sales limited by price sensitivity and low interest from leading brands

Vacuum cleaners remains a tiny niche in the Philippines and is struggling to build mass appeal. Indeed, the category has one of the lowest retail volume growth rates in consumer appliances.

Interest in more powerful models fuelled by growing health awareness

Young professionals are primarily driving growth in this category because of their tendency to embrace healthy lifestyle habits. There is increasing awareness among this consumer demographic of the health detriments associated with certain allergens and indoor pollution.

Professional cleaning services remain popular among affluent consumers

Over the forecast period, growth will continue to be limited by the fact that consumers from upper-middle to high-income households tend to prefer to pay for their homes to be professionally cleaned. Such services are widely available and affordable in the Philippines, with many consumers thus not seeing the need to purchase vacuum cleaners.

COMPETITIVE LANDSCAPE

Electrolux benefits from focusing on meeting wide range of consumer needs

Electrolux continues to lead vacuum cleaners sales in the Philippines. The company has built its reputation in the category through the quality of its products and wide distribution.

Dyson continues to gradually expand niche presence

Dyson, a British manufacturer famous for its bladeless hair dryers and vacuum cleaners, has been heavily investing in the Philippines in recent years by expanding its factory operations, with the company recently launching its V8 Carbon Fibre brand. The model runs on long-lasting batteries made from nickel, cobalt and aluminium that last for up to 40 minutes.

Expansion of internet retailing boosts product range and awareness

The development of online retailing is providing consumers with product offerings that may not be available offline, with examples of otherwise unavailable products including OEM stick vacuum cleaners and Xiaomi robotic vacuum cleaners. Both stick and robotic models are new in the Philippines, with sales remaining limited.

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